Digitally altered Indomie packaging wins love from netizens

Tandaseru, a digital agency specialising in digital imaging, along with its founder Adrianka Anka, who is also a local artist, decided to get creative by editing Indomie's packaging to feature the words "Jaksel Abis" along with the slogan "Literally Must Try". The Instagram post had 9,490 likes at the time of writing and several positive comments. Despite the buzz surrounding the artwork, Indomie's brand team declared that the product was not released and was merely the result of photo editing.

https://www.instagram.com/p/CZWilFjpih7/

The "Jaksel" culture is based on a shared characteristic among people who reside in South Jakarta. They are known for speaking in several languages that blend Bahasa Indonesia and English, as well as having their own phrases. According to the press statement by Tandaseru, the "Jaksel culture" has also been subjected to a number of stereotypes based on where they live or hang out in South Jakarta.

The agency also previously released other Indomie artworks such as "A New Version of Indomie", which featured the instant noodles in a unique packaging in the form of a circle. While these were created as a result of digital imaging, Tandaseru has also produced artworks for Indomie which were marketed commercially, particularly for the flavour "Indomie Goreng Iga Penyet".

Anka explained that as an artist, he gets plenty of inspiration from things that are close to him and are familiar to society. Hence, most of his artworks are easily recognisable.

"For me, there are endless possibilities for an image or object that previously looked ordinary to be unique and eye-catching, and that's what I did with them," he added. Anka has worked with local and global brands, including McDonald's, IndoMilk, Biore, Gojek, and Pocari Sweat. MARKETING-INTERACTIVE has reached out to Indomie for comment.  

Separately, posts featuring Indomie-inspired Nike Air Jordan sneakers by an Indonesian designer in July 2019 attracted thousands of likes on Instagram within a few days, and near to 17,000 likes after two weeks. The designer named Jonathan Gustana has now moved on to the Marvel universe, rolling out the likes of Venom sneakers and Captain America-Ironman suitcases.

Sold at IDR 3.3 million each, 20 limited edition pairs of sneakers with the Indomie design were snapped up within days. Gustana, a 23-year-old Nanyang Academy of Fine Arts graduate in Singapore, told MARKETING-INTERACTIVE then that the production was inspired by a Photoshop concept by an Indonesian illustrator. He had obtained permission to use it and made aesthetic adjustments to the design.

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